#MARKiesAwards MY 2021 highlight: Modanisa dazzles by bringing fashion show to comfort of fans' homes

With an insatiable thirst for unique and trendy modest fashion designs, Modanisa offers an extensive product range covering seven product categories ranging from general women’s clothing such dresses, suits, tunics tops, bottoms, loungewear, lingerie, evening wear, plus-size clothing as well as sports and swimwear. 

Setting itself apart from its competitors, Modanisa and GO Communications set their sights on the Southeast Asia market with the "My Home Is My Runway" campaign. Modanisa's and GO Communications's smart strategy of launching a virtual fashion show impressed the judges, securing silver for Most Creative – Influencers / KOLs at A+M's MARKies Awards Malaysia 2021. Here's a look at how the team succeeded.

Challenge

Globally, Muslim women are said to be the largest consumers of modest fashion, accounting for US$283 billion (RM1.17 trillion) and the figure is expected to hit RM1.67 trillion by 2024. Touted as a potential trillion-dollar market, it is no surprise that Modanisa, the pioneer and world’s largest eCommerce platform for modest fashion in 140 countries, selected Malaysia as their regional debut into the Southeast Asian market.

Determined to ride the eCommerce wave with its stylish yet modest fashion clothing line, Modanisa aimed to have Malaysian Muslims look stylish and trendy without having to compromise modesty. With its sights set on cementing its position as the world’s leading dedicated online modest fashion powerhouse and global trendsetter, the Turkish international brand appointed GO Communications to handle its first foray into Southeast Asia with the official launch of its eCommerce site and app-based platform.

Inspired to bring the brand into people’s homes, Modanisa.com launched the "My Home Is My Runway Campaign". The campaign aimed to create Malaysia’s first-ever virtual fashion show with a curated collection of influencers who embodied the brand ethos all filmed from the comforts of their homes. However, Modanisa.com saw the challenges with the campaign, especially with how the brand was going to launch this campaign during a pandemic lockdown. Self-admittedly, Modanisa understood that the Southeast Asia region was a tough market entry, especially with stiff competition from brands such as dUCk, Fashion Valet and among others.

Strategy

With these key points in mind, Modanisa.com and GO Communications devised a strategy focusing and revolving around critical success factors to achieve success:

1. Research and data to narrow down the audience, targeting trendy Malay Millennials who are digitally savvy, continually making fashion statements in a modest yet affordable manner.
2. Brand trust and credibility were key, soliciting endorsement from high profile modest fashionista influencers to spread the word and build connections with their audiences.
3. Associate Modanisa with the local fashion industry engaging support from established players and stakeholders in the industry.
4. Build the corporate image and healthy bilateral relationship between Turkey and Malaysia.

Aware that fashion and lifestyle brands typically rely on physical interaction to draw in consumers, Modanisa understood that this could prove a challenge with the pandemic restrictions. Thus, Modanisa and GO Communications decided to pivot its strategy to have Modanisa’s founder profiled and engaging in smart media partnerships, competitions and features. GO Communications' campaign strategy of a home virtual fashion show was to stream it LIVE to both targeted media and the public. The show married Turkish fashion models together with Malaysian fashion influencers strutting their home cat-walks fusing Modanisa’s journey from Istanbul all the way to Malaysian shores. Famed local hijabsters and influencers were also invited to "walk-the-walk", with appearances from Mira Filza, Iman Troye, Dahlia Rizal, Fatin Noraishah Shafika and Kasha.

Execution

The virtual showcase was executed with several surprises, such as the appearance of Kuala Lumpur fashion week founder, Andrew Tan who reaffirmed Modanisa’s standing in the global fashion industry. Adding a Turkish touch to proceedings, Mustafa Aydemir, deputy chairman of Turkish Independent Industrialists’ and Businessmen’s Association (MÜSİAD Malaysia) was also invited to commemorate Modanisa’s innovative new venture further enhancing bilateral ties between the two nations.

On the media front, Modanisa and GO Communications delivered gift packs to the homes of the attendees, which included masks, hijabs and Turkish delights such as baklava. Invited media were also actively engaged during the show, with one veteran journalist professing that it was "the best virtual showcase she had experienced to date." Selected media were further provided with a variety of Modanisa signature items building hype online through competitions and giveaways.

Immediately following the showcase, Modanisa and GO Communications embarked on an aggressive KOL campaign, sustaining momentum and share-of-voice. A total of 30 personalities such as Erin Adlina, Bunga, and Ayra Messi were tasked to post videos, photos, and stories of themselves downing Modanisa outfits for different occasions.

Results

The campaign results superseded expectations, surpassing initial benchmarks and KPIs. There were over 200 attendees, and 60% of new sales garnered from the event. The publicity value surpassed RM10 million in advertising value with over 200 pieces of coverage across targeted platforms including a number of "Front Page" features. The trending virtual showcase also went viral on social, with over 15 million influencer impressions. Additionally, Modanisa sold over 100,000 items in its first two weeks of operation.